Conversions FAQ

1. When to use Conversions API?

   • You want to strengthen your existing conversion tracking. You can use Conversions API and the Insight Tag together to measure and optimize online and offline events across your customer journey.
   • You need a secure way to connect data to LinkedIn that doesn’t require cookie-based tracking.

2. What type of events can I send through conversions API?

   • You can send both online and offline conversion events through Conversions API. A full list of supported conversions can be found here.

3. How often should I share data? Why is it important to send data in real time?

   • Conversions should be sent in real time as soon as they occur, or ideally within a day. Sending data in real time ensures that the data can be attributed and utilized by the campaign while it is fresh and relevant. For customers using a LinkedIn Marketing Partner, this near real-time sharing should happen automatically.

4. Are there any minimums to the # of attributed conversions we will show in reporting?
   There are no minimums at this time.

5. How long does it take to process events sent through conversions API and see reporting for those events?
   It takes up to 24 hours to complete the ingestion and up to another 24 hours for reporting, so it can take up to 48 hours for complete data to show in reporting.

6. How far back can we attribute conversions?
   Conversions can be attributed up to 180 days maximum. There is a max 90-day lookback for each conversion, and the conversion must have occurred within the last 90 days to be attributed.

7. What is deduplication?
   Deduplication is the ability for the system to identify the same event being sent from both the Insight Tag and conversions API and discard one to ensure proper counting. Deduplication enables you to send the same events through both sources, allowing conversions API to work in tandem with your Insight Tag to provide maximum visibility into the conversions your campaigns are driving.

8. How do I implement deduplication?
   Review the detailed guide here.

9. Is there a max data load I can send via conversions API?
   Yes. You can send a maximum of 300 requests per minute through your conversions API access token. You can send a maximum of 5000 events per batch request payload.

10. What are match rates?
    Once the conversion data is sent to LinkedIn, we look for members who were served your ad and then either clicked or viewed that ad within the attribution window set on the conversion. The match rate is how effectively we are able to match the conversion events to LinkedIn members. This is important because we can only attribute conversions to members we match.

11. What are customer parameters? Why do they matter?
    Sending additional customer parameters (also known as user IDs) can help increase match rates. In general, the more IDs you send with each event, the more likely we are to match that event to a member. This is important, as only matched events can be used for attribution and optimization. Examples of recommended customer parameters include: email and LinkedIn's click ID LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID.

12. What customer parameters (also known as user IDs) does conversions API support?
    Conversions API supports: SHA256_EMAIL, LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID, ACXIOM_ID, ORACLE_MOAT_ID, firstName, lastName, companyName, title, countryCode, leadGenFormResponse. Please refer to the API documentation for the most up to date list.

13. Which parameters (user IDs) are required?
    An input request must provide at least one of the following:

    • A valid userld with idType SHA256 EMAIL
    • A valid userld with idType LINKEDIN_FIRST_PARTY _ADS_TRACKING_UUID
    • A valid userld with idType AXIOM_ID
    • A valid userld with idType ORACLE_MOAT ID
    • A valid userlnfo combination that requires firstName and lastName We recommend sending both SHA256 EMAIL and LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID for best matching.

14. How do I hash identifiers?
    Conversions API supports hashed emails using SHA-256 with no salting.

15. Is it recommended to convert emails to lower case before hashing them? Yes, it is recommended to convert emails to lower case before hashing them, for better match rates.

16. What is LINKEDIN_FIRST_PARTY _ADS_TRACKING_UUID?
    LINKEDIN_FIRST_PARTY _ADS_TRACKING_UUID, also known as li_fat_id, is LinkedIn's first party cookie click ID. When enhanced conversion tracking is enabled, LinkedIn automatically adds a click ID to the end of landing page URLs, which allows the tag to use first-party cookie tracking. Enabling first party cookies via enhanced conversion tracking allows you to send this click ID as a parameter for improved conversion tracking accuracy. This helps increase match rates significantly.

17. How do I enable first party cookies so I can use LINKEDIN_FIRST_PARTY _ADS_TRACKING_UUID?
    Check out Enabling Click IDs developer docs. How you decide to set this up will influence what type of conversions (click-through, view-through, or both) you're able to track.

18. What are the implementation options for conversions API?

    1. Leverage a partner integration: Choose from a variety of LinkedIn Marketing Partners to get set up quickly and seamlessly with Conversions API such as Google Tag Manager, Zapier, Dreamdata, Supermetrics, Tealium, Adobe. Refer to the relevant partner's onboarding guide to get started.
    2. Build a direct integration: Work with your developers to build a direct integration with Conversions API.

19. How do the two implementation options compare?

    • Leverage a partner integration
      • Partner helps facilitate the API connection
      • One-time set up with limited technical lift from your team
      • May have potential associated fees that vary by partner
      • Typically fast to implement
    • Build a direct integration
      • Manage your own API connection
      • Offers the most customization and control over data sharing
      • Requires developer resources and ongoing maintenance
      • Implementation can take 2-4 weeks on average

20. How do I apply for the Conversions API?

    1. Create a new developer application in the Developer Platform (if you/your company does not have an existing developer application with LinkedIn)
    2. Apply to the Conversions API under the Products tab of your app
    3. You can review the full set of steps here.